Sim-only mobile network Smarty, owned by Three UK, champions “no-nonsense” mobile plans in its latest advert.

Part of the mobile network’s brand platform ‘Less Malarkey, More Smarty”, the new ad highlights the networks benefits including transparent pricing, no contracts, no annual price rises and free EU roaming up to 12GB.

Devised by MSQ’s brand and customer experience agency, The Gate, the new spots feature a bride being denied entry to her wedding reception and the trials and tribulations of getting through an airport.

Both films are voiced by comedian Karl Pilkington.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“‘Less Malarkey, More SMARTY’ has been a great success for the brand, and we’re excited to continue calling out the nonsense complexities that people face every day – showing that life truly works best when it’s served simply,” said Lucas Peon, chief creative officer at The Gate.

The campaign will run across TV, radio, out-of-home, social media channels and customer experience activations.

Zenith handled media planning and buying.